Factors driving behavioural intentions: Study of Serbian mobile operator customers

Abstract

The concept of perceived value is increasingly becoming a subject of interest for authors and researchers in the field of services marketing. Perceived value represents a multi-dimensional concept that consists of a number of components. In the conducted study, four key components were analyzed: emotional value, social value, functional value and monetary value. The objective of the study was to determine the impact of four identified components of value on customer satisfaction, as well as to test impact of customer satisfaction, corporate social responsibility and corporate reputation on behavioural intentions among Serbian mobile operator customers. Research originates from the assumption that to establish long-term relationships with customers, apart from generating customer satisfaction, issues like customer perception of corporate reputation and corporate responsibility are also of great significance.